Article
What is GEO (Generative Engine Optimization)? The New Marketing Strategy for the AI
The emergence of AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews has transformed how products and services are discovered online. This shift represents a dramatic departure from traditional search engines, requiring businesses to develop new strategies to adapt to changing customer behaviors, which leads to our topic of GEO: Generative Engine Optimization.
What is the state of AI search?
AI search has evolved from experimental technology to everyday habit. Millions of people now use AI tools to ask questions, compare products, and make purchasing decisions. Unlike traditional search engines that direct users to lists of links, generative engines synthesize information and deliver conversational, comprehensive answers in a single response.
According to Bain & Company, 80% of search users now utilize AI-generated summaries for at least 40% of their queries. Meanwhile, 60% of traditional search engine queries end without any clicks. This represents a dramatic shift away from the conventional "blue link" competition model.
Consumer engagement with generative tools is accelerating rapidly. Between January and June 2025, ChatGPT prompt usage increased by approximately 70%, with shopping-related prompts growing by 25%. The usage share has effectively doubled. Bain estimates that as these tools become more deeply integrated into daily life, generative AI could influence trillions of dollars in consumer spending.
What is GEO (Generative Engine Optimization)?
GEO, or Generative Engine Optimization, is the practice of optimizing your brand and business to be properly displayed and cited in generative AI search engines like ChatGPT, Perplexity, Google Gemini, and Copilot.
The Difference Between Traditional SEO and GEO
SEO | GEO | |
|---|---|---|
Target Platform | CelTraditional search engines like Google and Yahoo | AI search tools like ChatGPT and Perplexity |
Primary Goal | Ranking high in search results | Being mentioned and cited within AI-generated answers |
User Behavior | Users click links to visit websites | Users read AI-summarized answers directly |
Success Metrics | Search rankings, click-through rates | Mention frequency, citation rate as a source |
How to Implement GEO?
Four Key Steps
1. Visibility Tracking
First, you need to know whether your brand is being cited in AI responses. This requires monitoring across platforms like ChatGPT, Perplexity, and Gemini. A GEO dashboard helps you understand where you appear, how frequently, and in what context.
2. Prompt and Topic Analysis
Track the specific questions customers are asking in your category, such as "best project management tools for startups" or "top vegan protein powders."
3. AI-Focused Content Optimization
Create authoritative, well-structured content that generative engines can reference. This includes blog posts, guides, FAQs, and targeted outreach to ensure your content is recognized as trustworthy.
Key elements include:
Establish Authority: Publish expert, credible content
Structured Data: Organize information in AI-friendly formats
Citation-Worthy Content: Include statistics, expert insights, and case studies
Consistent Brand Information: Maintain uniform information across all web properties
4. Continuous Prompt and Topic Monitoring
By monitoring prompts, you can precisely identify where your brand appears and where it doesn't, allowing you to take corrective action.
What You Can Do Right Now To Optimize for GEO?
Audit Your AI Visibility: Understand your current position in AI-generated responses.
Map Key Prompts: Identify the questions customers are asking in your category.
Optimize Content: Write in ways that AI engines find trustworthy and authoritative.
Track Competitors: Learn who is being cited and why, then differentiate your brand.
Act Quickly: Leverage the first-mover advantage while the opportunity exists.